Guide: Quality Function Deployment (QFD)

Quality Function Deployment (QFD) is a systematic approach that enables organizations to translate customer requirements into effective design solutions. QFD makes sure that goods and services satisfy customers by incorporating their feedback, technical considerations, and cross-functional cooperation. You will be guided step-by-step through the implementation of QFD using this manual, from gathering customer feedback and identifying requirements to creating a thorough design and iteratively improving it. These actions will help you improve the caliber of your products and services, boost client satisfaction, and stimulate significant innovation.

Table of Contents

Step 1: Define the Project Scope and Objectives

It is essential to define the project’s goals and scope clearly in this first step. Choose the precise good or service for which you’ll be putting QFD into practice. Think about your target market, your intended audience, and any unique needs or restrictions. Setting boundaries and ensuring that the subsequent steps are in line with the project’s goal are accomplished by defining the scope.

Determine the project goals you want to accomplish with the QFD process. These goals might be to increase market share, decrease time to market, increase customer satisfaction, or improve product quality. Objectives that are specific and well-defined give the implementation of the QFD a sense of direction and act as benchmarks for success.

Step 2: Gather Customer Voice

To develop a customer-centric product or service, it is essential to understand the voice of the customer (VOC). Customer preferences, needs, and expectations are revealed by VOC data. Customers’ opinions can be gathered using a variety of techniques, such as surveys, interviews, focus groups, observations, and market research.

Create surveys with thoughtfully crafted questions that capture particular client needs. To learn more about your customers’ preferences and to get more in-depth information, interview some of them. Create focus groups to encourage conversation among clients, allowing them to share their priorities and opinions. Additionally, examine market research studies and reports to glean important details about consumer trends and new requirements.

Obtaining thorough VOC data gives you a holistic understanding of customer expectations, which forms the basis for the QFD process’ later steps.

Step 3: Identify Customer Requirements

The next step is to analyze and extract customer requirements after gathering the VOC data. To find recurrent themes, patterns, and priorities, examine the survey responses, interview transcripts, focus group findings, and market research data.

The features or qualities of a product or service that customers deem significant and that contribute to their satisfaction are known as customer requirements. These requirements may be aesthetic (such as design, color, or packaging) or functional (such as performance, reliability, or ease of use). In order to make the QFD process easier to follow, make sure that customer requirements are precise, quantifiable, and clearly defined.

Categorize and prioritize the customer requirements based on their importance. This process can be facilitated by tools like prioritization matrices and affinity diagrams. In the following steps, pay particular attention to the critical few requirements that have the biggest impact on customer satisfaction.

Step 4: Translate Customer Requirements into Technical Descriptors

It is crucial to convert customer requirements into technical descriptors in order to close the gap between customer requirements and the design process. Technical descriptors are particular design criteria or engineering traits that can be measured, assessed, and addressed throughout the design and development phases.

For instance, technical descriptors could include weight, material strength, battery life, or impact resistance if a customer demands a compact and reliable smartphone. The quantifiable characteristics that must be taken into account during the design phase are defined by these descriptors.

To enable effective design decision-making in the following steps, make sure the technical descriptors are well-defined and accurately reflect the customer requirements.

Step 5: Create the House of Quality (HOQ)

The House of Quality (HOQ) is a visual matrix that methodically records and arranges the connections between technical descriptors and customer requirements. The HOQ is a tool for prioritizing design work, efficiently allocating resources, and ensuring that design choices are in line with customer expectations.

The HOQ consists of two main components: the “roof” and the “walls.” The walls stand in for the technical descriptors, while the roof symbolizes the needs of the customer. The points where the roof and walls intersect show how closely each customer requirement and technical descriptor are related.

According to their relative importance, give the customer requirements importance ratings. The impact that each requirement has on customer satisfaction is reflected in these ratings. Analyze the connections between technical descriptors and customer requirements in a similar manner, indicating how much each technical descriptor helps to meet the needs of the customer.

The HOQ serves as a roadmap for later steps by graphically highlighting the key technical descriptors that must be prioritized and the relationships that must be taken into account during the design process.

Step 6: Determine the Interrelationships

The technical descriptors themselves are identified and their relationships to one another are established in this step. To ensure that the design choices are harmonious and in line with one another, it is crucial to comprehend how changes to one technical descriptor may affect others.

Examine the dependencies, synergies, and conflicts between the technical descriptors to determine how they relate to one another. For instance, increasing a computer’s processing speed might result in increased power consumption, which would affect battery life.

This analysis aids in preventing design choices that might unintentionally result in undesirable outcomes or conflicts between the technical descriptors. You can make design decisions that optimize the performance and symmetry of the entire product or service by understanding the interrelationships.

Step 7: Set Design Targets

It’s time to set design goals based on customer requirements, importance rankings for those requirements, and relationships between technical descriptors. Design targets are SMART goals—specific, measurable, achievable, relevant, and time-bound—that direct the creation of new products.

Each technical descriptor has performance levels or benchmarks established by design targets. A design goal might be to reduce weight by 20%, lengthen product lifespan by 10%, or increase energy efficiency by 15%.

When establishing design goals, take into account market demands, technical viability, and customer requirements. Striking a balance between ambitious goals and realistic implementation is crucial.

Step 8: Generate Design Concepts

With the design targets established, it’s time to generate various design concepts or ideas that have the potential to meet the targets. Encourage the design team to engage in creative thinking and brainstorming, and think about including stakeholders with diverse areas of expertise.

To help with the creation of creative design concepts, employ methods like mind mapping, morphological analysis, or TRIZ (Theory of Inventive Problem Solving). These methods encourage the development of concepts, the investigation of potential options, and the discovery of original strategies.

The objective is to produce a wide range of design concepts that take into account customer needs and are in line with technical descriptors. Before moving on to the phase of evaluation and selection, quantity is crucial at this stage to explore various options.

Step 9: Evaluate and Select Design Concepts

Assess and contrast the generated design concepts in light of the design goals and technical viability. In order to decide which design concepts are suitable for further development, this step entails systematically evaluating each design concept’s strengths, weaknesses, advantages, and disadvantages.

Compare the design concepts using decision matrices, scoring models, or concept screening methods. Think about things like performance, cost, manufactureability, marketability, and conformity to customer demands.

Rank and order the design ideas according to how well they perform overall or how appropriate they are. Choose the concepts that have the best chance of achieving the design objectives and gratifying the needs of the client.

Step10: Develop Detailed Design

It’s time to create the product or service’s detailed design after the design concepts have been chosen. The concepts that have been selected are then turned into engineering specifications, detailed drawings, prototypes, or mock-ups in this step.

Ensure that all design considerations are taken into account by working with cross-functional teams that include engineers, designers, marketers, and production specialists. Consider the technical viability, material choice, manufacturing procedures, and financial effects.

Iterative refinement, feedback loops, and continuous improvement are necessary during the detailed design phase. To validate the design’s performance and functionality, test it using simulations, prototypes, or pilot production runs.

Step 11: Implement and Test the Design

It’s time to put the detailed design into practice and test it under actual working conditions. The start of the manufacturing process results in the production of the good or service in accordance with the design requirements.

Perform stringent testing and verification procedures during this phase to assess the design’s performance, reliability, durability, and other important factors. Product evaluations, user trials, quality assurance checks, and compliance evaluations might be involved.

During the testing phase, note any design or performance problems and make the necessary corrections or upgrades. This feedback loop makes sure the design satisfies or surpasses the intended goals and client demands.

Step 12: Continuously Improve

Establishing a culture of continuous improvement is the last step in QFD. Track the effectiveness of the implemented design and collect customer, stakeholder, and other pertinent parties’ comments.

Use this feedback to pinpoint areas that need work, fix any issues, and start the necessary processes. Attempt to align the design with changing customer needs and preferences while keeping the lines of communication with customers open.

Implement a cycle of continuous improvement that involves reviewing and updating the design on a regular basis in response to shifting market conditions, new technological developments, and client feedback. You can ensure that a product or service is competitive and meets customer expectations over time by embracing a culture of continuous improvement.


By putting Quality Function Deployment (QFD) into practice, businesses can deliver goods and services that genuinely meet the needs of their clients. QFD promotes customer-centric design and decision-making by methodically gathering customer feedback, connecting requirements with technical descriptors, setting design goals, and creating creative solutions. The detailed instructions offered here act as a road map for successfully implementing QFD, guaranteeing that client expectations are met or surpassed while fostering continuous improvement. Organizations that adopt QFD can create a culture of quality, increase customer satisfaction, and gain a competitive edge in the fast-paced market of today.


Additional Useful Information on Quality Function Deployment (QFD)

The Four Houses of QFD

While the House of Quality is the most famous, QFD actually consists of four “houses.” Each successive house takes the outputs from the previous as its inputs:

  1. Product Planning (House of Quality): Translates customer requirements into product features.
  2. Part Deployment: Focuses on translating product features into component characteristics.
  3. Process Planning: Translates component characteristics into process operations.
  4. Production Planning: Translates process operations into quality control processes.

Why the Four Houses Matter

  1. Comprehensive Understanding: The Four Houses ensure that customer requirements are integrated into every aspect of product development and production.
  2. Risk Mitigation: By mapping out the entire process, you can preemptively identify and address issues that could compromise quality.

Variations and Extensions

  • Service QFD: Tailored for service industries, this variation emphasizes service touchpoints and customer interactions over product features.

  • Software QFD: This variation focuses on translating user requirements into software functionalities and is often used in Agile and Scrum methodologies.

Integration with Other Tools

  1. Voice of the Customer (VoC): QFD starts with collecting the VoC, and tools like surveys and interviews can be highly effective for this.

  2. FMEA (Failure Modes and Effects Analysis): FMEA can be integrated into the Process Planning and Production Planning Houses to proactively mitigate risks.

A: Quality Function Deployment (QFD) is a systematic approach that integrates customer requirements into the design and development process. It ensures that products or services align with customer expectations and focuses on customer satisfaction.

A: QFD is important because it helps organizations understand customer needs and translate them into actionable design parameters. It improves the efficiency and effectiveness of the design process, leading to higher customer satisfaction and better alignment with market demands.

A: Customer requirements in QFD are the features or characteristics of a product or service that are important to customers and contribute to their satisfaction. They can include both functional and non-functional aspects, such as performance, reliability, aesthetics, and usability.

A: The House of Quality (HOQ) is a matrix used in QFD to visually represent the relationships between customer requirements and technical descriptors. It helps prioritize design efforts, allocate resources effectively, and ensure that design decisions align with customer expectations.

A: QFD supports continuous improvement by creating a feedback loop between customers, stakeholders, and the design team. Feedback from customers and other sources is used to identify areas for improvement, address shortcomings, and update the design to meet evolving customer needs and market dynamics.

A: Yes, QFD can be applied to both products and services. The principles and methodologies of QFD can be adapted to various industries and sectors to ensure that the design and development process is customer-centric and focused on delivering high-quality services.

A: Cross-functional collaboration is crucial in QFD as it brings together individuals with different areas of expertise and perspectives. Collaboration among designers, engineers, marketers, and other stakeholders ensures that all aspects of the design process are considered, leading to more comprehensive and effective solutions.

A: The QFD process should be repeated whenever there are significant changes in customer needs, market conditions, or technological advancements. It is an iterative process that can be continuously applied to ensure that the design remains aligned with customer expectations and competitive in the marketplace.


Daniel Croft

Daniel Croft

Daniel Croft is a seasoned continuous improvement manager with a Black Belt in Lean Six Sigma. With over 10 years of real-world application experience across diverse sectors, Daniel has a passion for optimizing processes and fostering a culture of efficiency. He's not just a practitioner but also an avid learner, constantly seeking to expand his knowledge. Outside of his professional life, Daniel has a keen Investing, statistics and knowledge-sharing, which led him to create the website, a platform dedicated to Lean Six Sigma and process improvement insights.

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